With digital marketing becoming more saturated, direct mail can often stand out and offer a greater response rate than email or Facebook ads. It also helps companies drive traffic to their online content. In fact, seventy percent of consumers visit a company website or search for the business after receiving direct mail from them.
When a business collects a customer’s contact details, they must be clear on how the person can change their mind and opt-out or unsubscribe. This could be through a reply option in subsequent messages, or a clear ‘unsubscribe’ link. It is important that this doesn’t only cover emails, it must include any other contact methods the business uses such as text messages. For example, a hairdresser might send customers a text message offering 30% off future colour treatments. This complies with the soft opt-in rules, as the customer was directly involved in the transaction. However, the same rule wouldn’t apply if they bought a list of mobile phone numbers and used this to contact people with marketing messages for its services.
Consumers can protect themselves by registering with the Do Not Mail List and Experian, or by using Catalog Choice, which is a non-profit service that reduces unwanted catalogs. However, opting out may not stop all junk mail completely – for instance, it is not possible to stop prescreen offers from credit card companies. For this reason, businesses should consider how they can use their direct mail marketing to redirect their audience toward their online content. For example, a QR code for a discount on future purchases or an additional entry into a contest hosted on a business’s website are both effective ways of doing this.
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